Cricket legend Sachin Tendulkar has stepped into the sportswear and athleisure arena with the launch of his new brand, TEN x YOU. Officially unveiled in Mumbai on October 10, the brand aims to inspire India to move, play, and embrace a more active lifestyle, blending performance with comfort and design inspired by real athletic experiences.
TEN x YOU is co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora under SRT10 Athleisure Pvt. Ltd., and is backed by Peak XV (SurgeXI Co-Hort) and Whiteboard Capital. The Bengaluru-headquartered company marks Sachin’s latest entrepreneurial step in promoting India’s sports culture beyond the field.
“Never Stop Playing” — The Vision Behind TEN x YOU
Tendulkar, who serves as Co-founder and Chief Inspiration Officer, said that the brand is rooted in his lifelong connection with sports.
“Sport has given me everything — discipline, purpose, and joy. I’ve seen how play can transform lives, not just for athletes but for anyone who chooses to move and explore their potential. That’s what inspired me to build TEN x YOU,” Tendulkar shared.
He added that the brand’s mission is to encourage India to transition from a sport-loving to a sport-playing nation, making performance-oriented gear accessible to everyone — from young cricketers in local academies to everyday fitness enthusiasts.
A Made-for-India Brand
Co-founder Karthik Gurumurthy highlighted that TEN x YOU has been designed specifically for Indian consumers:
“Indian feet are wider, our climate is different, and our movement patterns are unique. Every product has been crafted with these insights in mind.”
The brand’s initial product line includes footwear, sports apparel, and a special cricket range. Prices are expected to be:
- Cricket Shoes: ₹9,000
- Sports Shoes: ₹5,000–₹6,000
- Apparel: ₹1,200–₹1,800
These products are built using advanced materials and stability technology, designed for both professionals and lifestyle users.
Business Strategy: D2C First, Stores Later
TEN x YOU is starting with a direct-to-consumer (D2C) model through its online platform, focusing on creating a strong customer base before launching physical stores. The founders plan to open the first retail store within six months.
Additionally, the brand is collaborating with cricket academies across India to provide sport-specific gear to upcoming cricketers — a move that directly connects the brand to its target audience.
Global Ambitions and Growth Plans
TEN x YOU isn’t stopping at India. Gurumurthy revealed that the company plans to expand overseas within 12 to 18 months, with strong interest from West Asia and the UK.
In terms of business goals, the startup aims to reach monthly revenues of ₹4–5 crore initially, scaling up to ₹30–35 crore within 18 months as it establishes product-market fit.
Marketing Insights: Why This Launch Matters
Sachin Tendulkar’s brand launch is more than a business move; it’s a powerful brand positioning story.
- It capitalizes on India’s booming sportswear market, expected to cross $20 billion by 2030.
- It blends celebrity credibility, purpose-driven branding, and D2C strategy, a perfect mix for brand loyalty and digital growth.
- With its focus on cricket and everyday performance, TEN x YOU bridges sports, fashion, and lifestyle — much like how Nike or Puma grew globally.
For marketers, this is a masterclass in authentic brand storytelling and niche-focused positioning in a crowded market.
Final Thoughts
With TEN x YOU, Sachin Tendulkar is not just selling shoes or T-shirts, he’s selling a mindset: “Never stop playing.”
As India continues to blend fitness, lifestyle, and fashion, this launch could mark the beginning of a new homegrown challenger in the global sportswear arena.
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